Industry:

Challenge:

“The Mohawk® Tile
Bottega showroom
environment caters to the growing love affair between consumers
and tile products.
Marketing Alternatives designed and produced the ‘store-within-a-store’ environment,
plus coordinated
warehousing,
fulfillment and
installation in the retail
locations. Without a
single source partner
to help manage this
undertaking, the
program would never have materialized.”
- Mark Lorberbaum Mohawk Industries

MOHAWK INDUSTRIES Tile Bottega Program

SCENARIO

The Mohawk Tile Bottega program embodies a 1,000 square foot
“store-within-a-store” that includes a variety of merchandising displays, graphics and signage. Initially launched in Florida with a select group of independent flooring retailers, the success of the Tile Bottega program hinged upon Marketing Alternatives’ ability to provide:

Strategic planning, concepting and graphic design

Merchandising design, engineering, prototyping and production

Order processing, warehousing and fulfillment

Inventory management and reporting

APPROACH

Marketing Alternatives worked directly with Mohawk marketing management to establish program objectives and parameters. Upon arriving at a clearly defined “picture” of what the Mohawk Tile Bottega program would represent, the team assembled myriad resources to deliver an integrated program management solution that included:

Concept development – starting with a basic footprint, graphic designers, writers and merchandising specialists worked to create the overall Tile Bottega environment. Beyond the physical environment, the Tile Bottega program also encompassed a variety of value-added marketing elements – including the sell-in materials used to approach flooring retailers and retailer support tools such as a Grand Opening kit, media kits, advertising support and more.

Merchandising design and production – every merchandising unit within the Tile Bottega environment was concepted, engineered and produced by Marketing Alternatives.

Product board design and production – Marketing Alternatives was responsible for designing and producing the product boards that showcased the design possibilities of tile to consumers.

Retailer support – Marketing Alternatives provided showroom design support and basic floor planning assistance to retailers who enrolled in the Tile Bottega program, including site surveys and recommendations
on showroom placement.

BENEFITS SUMMARY

Exclusive brand representation – the high-impact Tile Bottega program allowed Mohawk to gain a commanding and exclusive presence within the retail environment.

Increased retailer performance – the turnkey store-within-a-store
concept engaged consumers with tile’s endless design possibilities.
This concept selling approach showcased coordinated looks that gave consumers the confidence to bring the beauty and richness of tile into their own homes while increasing retailer sales receipts.

Integrated creative, production, call center, fulfillment and IT solutions –
a cohesive approach to the Tile Bottega program provided Mohawk
marketing management with single-source accountability for a program that would have previously required the services of three or even four
different vendors

Company Address

Client TESTIMONIALS

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- Christy Kaskey, Owner,
Kaskey Kids, Inc.

"MAI conceived, designed and produced the Mohawk Tile Bottega within-a-store program. From creative through warehousing, fulfillment and installation, MAI acted as a single-source partner to make this concept materialize into reality."
- Mark Lorberbaum, Mohawk Industries

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